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Soon jeans and T-shirts from Europe – the economy


It's easy to find out where our T-shirts, shirts, blouses and jeans are knocked on. One example of a label is enough: made in Bangladesh, Pakistan or China.

A large part of the low and middle price segment of clothing has for many years been derived from Asia. The main reason: wages are lower. But production sites are once again approaching Europe. This is evidenced by a new study by the McKinsey consulting firm. "Nearshoring" is the name of the trend.

In the study, McKinsey, together with RWTH Aachen and Aachen Digital Opportunity Center, calculated the potential of automation technology. In addition, 188 fashion industry experts were interviewed. Output: Four of the five fashion industry purchasing managers would expect a massive shift in production from overseas regions, especially Asia, to the Euro-Mediterranean countries over the next few years.

According to the study, the pair of jeans from Turkey are three percent less than in China, bringing together transport and import costs. As the delivery time was very short, says research director Carl Hendrik Magnuss. Fashion companies can respond to trends more quickly and customize collections. A garment from Southeast Asia up to 30 days by ship before it reaches the west of the store – the transport from Turkey however takes only three to six days.

The faster the store is, the better

Shopping is the entertainment of many people. Some people walk around the shops almost every week in search of new trends. Retailers have responded to this behavior. Many fashion chains, such as H & M, offer new clothes each week. If in a modern fashion store is fast, you can sell more at a full price without a discount.

Another driving force in Europe will be automation. The clothing industry is still lagging behind in other sectors in this area. But at the same time, some technologies are ready for the market, such as robots and laser technology for denim processing. According to a study, using sophisticated clothing over the next decade can save 40 percent of their work time by automation – up to 70 percent for simple pieces. According to McKinsey, simple jeans can only take 11 minutes instead of 36 minutes.

Another advantage of Nearshoring is pollution reduction. As it allows more production on demand, said McKinsey expert Magnus. "It produces less waste." He estimates that by 2025, sustainability will be the main reason for fashion buyers to buy a product.

This trend is confirmed by Manuela Beer, Director of PKZ. "Customers are increasingly paying attention to where products come from." They often asked if the goods were manufactured in Europe. PKZ is increasingly producing knitted products, shirts, costumes and jackets with its brands Paul Kehl and Paul in Europe, Italy, Portugal and Eastern Europe.

The production site in Europe also allows it to respond to weather fluctuations, says Beers. Another advantage is that you can better control the production conditions. As competition becomes more difficult. Therefore, fashion companies are checking their processes. Everything needs to go faster and you want to better ensure quality. Even excellent labels, such as Prada, Gucci or Louis Vuitton, are manufactured by most European countries.

Pascal Weber, a spokeswoman for the fashion chain Chicorée, said: "Our main producing countries are China and Bangladesh, but production is moving back to Europe." Chigorini now produces over 30 percent of clothing in Italy, Greece, or Turkey. Manor and Globus department stores are also increasingly producing their brands in Europe.

Calida produces 80 per cent in Europe

The fashion chain H & M continuously increases the proportion of European suppliers, of which 80% of the goods are shipped from Asia. In turn, the Swiss company Calida already accounts for more than 80 percent of total output. This should be further expanded.

Other Swiss fashion labels are still ahead. The St Gallen fashion house Akris is mainly produced in Zurich and Mendrisio. And the underwear manufacturer Zimmerli has its own factory in Ticino. (Ededia Tamedia)

Created: 11.12.2012, 11.41 clock

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